A MIDDLEWICH private hire firm is attempting to grow its business by upping its oestrogen levels.

Sid's Cars, under new ownership since March this year, has a five to two ratio of women drivers after positive feedback from clients encouraged new owners Chris Jones and his wife Sandra to take on more female cabbies.

Mindful of the fact that Sid Washington ran the firm for around 20 years, the pair have stuck with Sid's brand while expanding the service and taking over AJ's Private Hire as well.

Explaining the decision to take on more female drivers, Chris said: "As it happened, two women applied for jobs we had going here and they turned out to be more suitable so we took them on.

"A lot of women don't want to get in taxis with male drivers because they are frightened. Female drivers also drive less aggressively and that can actually mean they use less petrol.

"We have also found that women look after the cars more than some men who use their cars as a toolbox or a junkyard!"

The Middlewich car firm believes its familiar fleet of red Ford Mondeos has become popular with both young and old women in the town because they are so easily identifiable.

Chris added: "It puts the ladies at ease. The moment you tell them that they have got a woman driving the car, they just say 'great!'

"It's very reassuring to them."

The company works with Cheshire County Council on school runs as well as offering airport transfers and transport for social and shopping trips.

Chris says that Sid's has a good relationship with businesses in the town as well, and has larger vehicles such as people carriers.

Anyone interested in finding out more can call the company on 01606 833815.

rfraser@guardiangrp.co.uk